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    <h1 >服务案例</h1>
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                <div><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; color: rgb(102, 102, 102); font-family: 微软雅黑, Arial, &quot;Microsoft YaHei&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;sans-serif&quot;; font-size: 14px; white-space: normal; background-color: rgb(245, 245, 245);">产品定义目前有两个学术方向。一个是以“营销管理”为定位的方向；另一个是以整个“企业管理的基础概念”为定位方向。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; color: rgb(102, 102, 102); font-family: 微软雅黑, Arial, &quot;Microsoft YaHei&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;sans-serif&quot;; font-size: 14px; white-space: normal; background-color: rgb(245, 245, 245);">1、营销管理方向</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; color: rgb(102, 102, 102); font-family: 微软雅黑, Arial, &quot;Microsoft YaHei&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;sans-serif&quot;; font-size: 14px; white-space: normal; background-color: rgb(245, 245, 245);">产品的定义：作为商品向市场提供的，引起注意、获取、使用或者消费，以满足欲望或需要的任何东西。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; color: rgb(102, 102, 102); font-family: 微软雅黑, Arial, &quot;Microsoft YaHei&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;sans-serif&quot;; font-size: 14px; white-space: normal; background-color: rgb(245, 245, 245);">消费者购买的不只是产品的实体，还包括产品的核心利益（即向消费者提供的基本效用和利益）。产品的实体称为一般产品，即产品的基本形式，只有依附于产品实体，产品的核心利益才能实现。期望产品是消费者采购产品时期望的一系列属性和条件。附加产品是产品的第四层次，即产品包含的附加服务和利益。产品的第五层次是潜在产品，潜在产品预示着该产品最终可能的所有增加和改变。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; color: rgb(102, 102, 102); font-family: 微软雅黑, Arial, &quot;Microsoft YaHei&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;sans-serif&quot;; font-size: 14px; white-space: normal; background-color: rgb(245, 245, 245);">在供应链上，上流工厂的产品是下流工厂的生产原料或耗材，例如塑料粒、纸皮盒、玻璃片、计算机中央处理器、油漆等。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; color: rgb(102, 102, 102); font-family: 微软雅黑, Arial, &quot;Microsoft YaHei&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;sans-serif&quot;; font-size: 14px; white-space: normal; background-color: rgb(245, 245, 245);">2、企业管理基础概念方向</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; color: rgb(102, 102, 102); font-family: 微软雅黑, Arial, &quot;Microsoft YaHei&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;sans-serif&quot;; font-size: 14px; white-space: normal; background-color: rgb(245, 245, 245);">产品定义：人们在实现需求的过程中，与实现需求相关的全部感知事物及意象的集合。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; color: rgb(102, 102, 102); font-family: 微软雅黑, Arial, &quot;Microsoft YaHei&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;sans-serif&quot;; font-size: 14px; white-space: normal; background-color: rgb(245, 245, 245);">此定义的特点：其一，产品是一个过程性的事物而不是一个静止的事物，从选择、付款、安装、使用、报废等过程都可能属于产品；其二，产品不是企业提供的事物，而是属于顾客的事物，产品的本质是顾客的“感知”，其依赖顾客而存在，不可能独立于顾客而存在；其三，意象也是产品的重要构成，意象来自感知，意象包括记忆意象和想象意象。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; color: rgb(102, 102, 102); font-family: 微软雅黑, Arial, &quot;Microsoft YaHei&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;sans-serif&quot;; font-size: 14px; white-space: normal; background-color: rgb(245, 245, 245);">这里的“感知”是心理学概念，也常翻译为“知觉”。感知和知觉是同义词。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; color: rgb(102, 102, 102); font-family: 微软雅黑, Arial, &quot;Microsoft YaHei&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;sans-serif&quot;; font-size: 14px; white-space: normal; background-color: rgb(245, 245, 245);">产品是企业与外部世界的唯一联结，也是企业生存的唯一依托。</p><p><br/></p></div>
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            <div class="prenext">上一篇：<a href="/html/web/fuwuanli/1666653716323049472.html">服务案例6</a>
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            <div class="prenext">下一篇：<a href="/html/web/fuwuanli/1666653716172054528.html">服务案例8</a>
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